Google, Sony, Intel, Logitech partner for Android-powered Google TV

Google is not happy just pushing Android out to smartphones, it wants your TV to use the operating system too, opening up the biggest screen in your home to the web and online services.

Through partnerships with Intel, Sony, and Logitech, Google TV is looking to create a new web-on-your-TV solution centered around a set-top box. Sony provides the branding and distribution, Intel the hardware powering the box, Google the Android OS and user experience, and Logitech the peripherals to allow for navigation.

Google TV is an unconfirmed project, but The New York Times has spoken to several sources involved in what is thought to be a project several months old. None of the companies involved are commenting, but all have Android related jobs listed.

For all those involved, benefits are expected if Google TV takes off. Google wants access to our TVs so it can display advertising, while Intel wants another revenue stream for its Atom processor, which would power the set-top box. Logitech is already established as a peripheral maker and would clearly profit from such a venture. Sony would of course sell the set-top boxes at a profit, and pair them with own-brand LCD displays at retail.

It is also thought Google TV may be included as part of future TVs; doing away with the need for a separate set-top box completely.

I can’t see anyone complaining about integration of Google TV with the latest LCD TVs. It means as well as getting a TV you also have access to a PC without requiring any other devices. Surf the web, check your Twitter feed, send e-mail, and catch up on Facebook. Such functionality is sure to come with a price premium on purchasing the TV, but that will diminish over time and as it becomes more common.

This venture will have a number of companies worried, though. Any manufacturer specializing in set-top boxes now has Google TV to worry about. How do you compete with a collaboration between these four companies, and using an OS millions of people already know how to use on their smartphones?

Using Android also brings with it a couple of major advantages. Developers will be able to create new apps specifically for use with TVs for free, and there will be easy link-up between your TV and your smartphone.

How long before we start seeing Google TV apps from content providers, online retailers, and gaming portals?